Sharing economy platforms such as Airbnb have experienced considerable growth over the last years and are projected to do so in the future. These novel consumer- to-consumer marketplaces have started to obliterate the boundaries between private and economic spheres. Marketing personal assets online is inherently associated with the disclosure of personal, sometimes intimate information, raising unprecedented questions of privacy. Despite its increasing relevance, there is a marked lack of research on privacy in the sharing economy literature. Leveraging the theoretical perspective of privacy calculus, we address this gap by investigating how privacy concerns and economic prospects shape a potential provider’s intentions to share via different communication channels. We relate privacy concerns back to an interaction of the provider’s channel-specific perceptions of her personal connection to the audience as well as its size. We evaluate our research model by means of a scenario- based online survey, providing broad support for our reasoning.